OLG’s Proline nets official NBA Ontario partnership

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Ontario Lottery and Gaming Corporation (OLG) has agreed a multi-year deal to make its Proline sportsbook an official partner of the National Basketball Association (NBA) in Ontario.

The agreement enables OLG sports bettors to wager on the NBA Draft – which takes place tonight – for the first time, while the partners will also create ‘unique experiences’ on Proline +, OLG’s online sportsbook, and through its retail Proline offering, available at nearly 10,000 outlets in the Canadian province.

This latest partnership builds on the pre-existing relationship between the two organisations, which has brought exclusive, co-branded experiences to fans for years.

“Continuing our partnership with an incredible organisation like the NBA will help OLG create new excitement and opportunities for basketball fans on Proline+ and Proline at retail,” commented Dave Pridmore, OLG’s Chief Digital and Strategy Officer.

“We’re thrilled to offer wagering on the NBA Draft for the first time while bringing our valued sports bettors even closer to the game through exclusive content and gameplay.”

OLG will also utilise NBA betting data, integrate official league marks and logos into select products and collaborate with the NBA on a variety of basketball content for OLG’s customers across its sports betting, lottery and igaming product lines.

“This expanded relationship marks the latest iteration of our deeply valued long-term relationship with OLG,” added Kuljeet Sindhar, NBA’s Associate Vice President, International Gaming & Data Ventures.

“We are delighted to continue to work together with OLG to innovate around the fan experience in a new era for Ontario sports betting.”

Last week, OLG also announced the news that its Proline+ brand has been named Major League Baseball’s (MLB) first official sportsbook partner in Ontario.

The deal provides OLG with distribution rights to the league’s official logos and cross-promotion across its digital and social channels.